The brain is very good at managing automated, unconscious processes such as breathing, digesting or transpiring. But so far neuroscience has not produced the slightest evidence that flipping a coin to decide on important matters such as marriage, taking up a job, or traveling is any worst than a formal, conscious, discriminatory decision made by the brain. This should not surprise anybody. If we leave aside the individual brain, and look at the evolution of social primates as a whole, few would question that the history of civilization equals the history of successive and cumulative automatization in fields such as agriculture, industry or information. Why should it be different for the individual brain?

Punset's Second Law

When in doubt, please ask Nature, not people. After all, this is the stuff scientists are made of.

This Law has to do with Darwinian Theory and Business Practice. There is a huge amount of money to be made by just applying basic science to ordinary business. In the Universe as a whole—according to Physics—95% of reality is invisible. Most businessmen, however, are convinced that 95% of what is going on in their firms, workshops or projects can be seen at first sight. No wonder that it takes on average over three failures for an innovation to succeed.